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Sandra Choi Outlines Jimmy Choo Vision

SANDRA CHOI plans on introducing a new aesthetic to Jimmy Choo, having been appointed its creative director in February this year. The designer - who is also Choo's niece - will inject a more relaxed sensibility to its signature, glossy glamour.

"It's time to give this place a shake," Choi said. "Jimmy Choo is that sexy, strappy, stiletto thing - but it can be something else, too. [The new Choo woman] doesn't need to get her hair done, and she has a sense of attitude which is, 'You know what? This is me.'"

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Choi has worked at the famed footwear label since 1989, when she worked in her uncle's Hackney studio making tea. After Tamara Mellon joined the company, Choo sold his half-stake in the company. Choi decided to remain with the firm, prompting family discord - and now no longer speaks to her relative.

"I don't know if he's [proud of me], you'll have to ask him," she told The Telegraph. "I hope he's proud of how his name has become known around the world."